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Posterscope, MPG Media Contacts and The Bank created the spectacular ‘Cinema Peroni’, a real cinema open to the public for two weeks at a JCDecaux’s Old Street poster site in London. Measuring 8 x 6 metres, ‘Cinema Peroni’ seated 20 people in cinema-style blue seats with a specially commissioned film projected onto a billboard. The cinema was flanked by two other billboards which were fitted with a giant silver reel, spooling blue film.